Media Influence on Consumer Choice: Video Game Systems and Software

The U.S. video game industry is a growing, multi-billion dollar business and new hardware does more than just play games - it can open up a consumer’s home to TV, chat and more. The growing popularity of ‘social gaming’ in the form of massive multiplayer online games (MMOG) and virtual worlds mirrors the exponential growth of online social communities.

This report includes extensive detail on the level of influence 15 different types of online and traditional media had on purchases, and reveals significant influence by online product reviews. Online media covered: Manufacturer Web sites, Store Web sites, Other Web sites, Auction Web sites, Videos, Blogs, Product Reviews, Email, and Search Results. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, and Television.

Many factors play a role in the purchase of video game systems and software and the report examines the importance of factors like product quality, product availability, price, and brand name.

The report also offers insights on how receptive consumers are to buying online instead of in a store, as well data on the importance of product availability in the decision on where to purchase.